What Is the 9-9-6 Rule? Inside Gupta’s Controversial Work Culture
At the heart of Gupta’s philosophy is a demanding “9-9-6” lifestyle — working 9 a.m. to 9 p.m., six days a week — coupled with a strict personal code: “no drinking, no drugs, lift heavy, run far, marry early, track sleep, eat steak and eggs.”
This mantra, which Gupta publicly promotes, emphasizes discipline, focus, and personal sacrifice as the keys to accelerating startup growth. It’s a culture he openly sells to potential hires — no promises of work-life balance, just honesty about the intensity required to build something meaningful from scratch.
From Georgia Tech to Greptile: Gupta’s Entrepreneurial Journey
Gupta’s startup story began at Georgia Tech in 2022, where he and his co-founders, Soohoon Choi and Vaishant Kameswaran, started experimenting with tech projects. One early idea involved scraping Reddit reviews to help consumers make smarter buying decisions. Although short-lived, the project earned them a $100,000 investment from tech billionaire Christopher Klaus, a Georgia Tech alum.
By mid-2023, the team pivoted toward building AI tools for software engineers, launching first as Onboard AI, then rebranding to Greptile. In early 2025, they raised $5.3 million in seed funding and set up operations in San Francisco’s Transamerica Pyramid.
The Rise of Silicon Valley's New Grind Culture
Gupta has been called the "poster child of Silicon Valley's grind culture." While many founders focus on product or fundraising narratives, Gupta has made headlines for his unapologetic embrace of extreme hustle. He often claims to be the lowest-paid person on his team — a deliberate move to stretch capital and lead by example.
In a city where ambition often borders on obsession, Gupta’s stance is both a signal to investors and a recruiting filter. He’s not hiding the grind — he’s making it the pitch.
Is 9-9-6 Sustainable or Self-Destructive?
Critics and experts have raised red flags about the long-term viability of such an intense regimen. While 84-hour workweeks may drive rapid iteration and fast feedback loops, they also lead to burnout, sleep deprivation, and creative fatigue. Even Gupta admits the 9-9-6 cadence isn’t a lifelong commitment but rather a short-term sprint — ideal for the chaotic early stages of startup building.
Build, ship, find fit, then dial down,” Gupta says, acknowledging that this intensity is only sustainable during the first one or two years.
A Divisive Vision of the Future of Work
Gupta’s model taps into a broader cultural shift among Gen Z founders in San Francisco. Gym before stand-up meetings, deep work blocks, and lives stripped of distractions have become part of the builder ethos. For some, it’s a liberating structure that minimizes decision fatigue. For others, it’s a toxic and exclusionary environment that prioritizes throughput over wellness.
Ultimately, Gupta’s 9-9-6 model isn't for everyone. But for a small, highly driven team, in a narrow window of early-stage chaos, it might just work — if it’s voluntary, time-boxed, and driven by outcomes, not martyrdom.